New Delhi: International cricket icon Yuvraj Singh has stepped into the world of ultra-premium spirits with the launch of FINO Tequila, a luxury tequila brand co-founded by Singh and a collective of entrepreneurs. Making its grand debut in the United States, FINO marks a bold new chapter in the high-end tequila category.
Born in the highlands of Jalisco, Mexico, FINO embodies a philosophy that resonates deeply with Singh’s career: “Failure Is Not an Option.” The brand’s name not only translates to “fine/exquisite” in Spanish but also reflects its mission to celebrate resilience, excellence, and a winning mindset.
Launching in Chicago, a strategic market for global expansion, the brand introduced itself with an exclusive invite-only event attended by leading Indian and American business figures, all of whom share FINO’s ethos of ambition and success. The brand plans to enter the Indian market by mid-April, beginning with duty-free outlets.
Yuvraj Singh, Chief Shot Caller at FINO, expressed his passion for the venture, stating, “FINO represents everything I believe in—resilience, excellence, and the courage to transform challenges into victories. Just as I’ve approached my cricket career and my personal life, FINO is about pushing boundaries and proving that with determination, anything is possible.”
Vikram Kumar, Chief Revenue Officer of FINO, highlighted the brand’s fusion of tradition and innovation: “Our approach combines traditional craftsmanship with our digital transformation expertise, creating a brand that speaks to achievement-oriented consumers.”
FINO’s commitment to quality and authenticity is championed by Jana Iyer, Chief Product Excellence Officer, and Sonali Patel, Chief Creative Officer—two trailblazing women in an industry traditionally dominated by men.
Iyer remarked, “We’ve channelized our backgrounds in healthcare and business into a product line that is crafted from 100% blue agave grown in red, mineral rich soil. FINO follows a rare additive-free process, to ensure the highest quality and an authentic tequila production.”
FINO Tequila will be available in Blanco, Rosado, Añejo, and a limited-edition Extra Añejo, catering to discerning consumers who view life as an extraordinary journey.
Nick Patel, FINO’s Chief Visionary, emphasized the broader mission, “At FINO, we’re not just launching a tequila—we’re translating an entrepreneurial vision into a tangible, premium experience. Our approach marries innovation with the timeless craft of tequila production, for those who align with the FINO lifestyle.”
Board Chair Paroon Chadha further underscored the brand’s long-term vision, stating, “FINO is a platform for offering unique experiences with the ‘forever mission’ to become a lifestyle brand that brings people together.”
Currently, FINO Tequila is featured in top Chicago establishments, including Michelin-rated Indienne, RPM Italian, Miru, and Tre Dita at The St. Regis, among others. With an ambitious roadmap ahead, FINO is set to redefine luxury tequila experiences for connoisseurs worldwide.
